In Singapore, 1 in 8 children are bullied at least once a week. To get the nation, and the world, to talk about bullying, Singapore’s Coalition Against Bullying For Children And Youth (CABCY) created a Facebook video that gets shorter each time it is shared.

The video (which is not embeddable and can be viewed and shared here), shows a frightened young boy too scared to talk about being bullied. ‘I don’t feel like sharing this – what’s the point? No one can help,’ says the boy.

The video gets a millisecond shorter upon each viewing. The idea is that as the video is shared on Facebook, it builds awareness and with awareness and open conversation, bullying will stop.

So far, the Share to End It video has been shared on Facebook over 11,000 times.